CBS looks to surround Couric with shiny new image
Date: Tuesday, September 05 @ 02:48:57 CDT
Topic: Archive of stories pre April 2007


Dan Rather was blue. Katie Couric is orangey-gold.

Rather was straight lines. Couric is gentle curves.

That's what CBS hopes you'll feel, though perhaps not quite so consciously, when you see the new graphics on the ``CBS Evening News With Katie Couric" tonight . To match its new anchor, the newscast has undergone a makeover: A new set, a cinematic theme song by ``Titanic" composer James Horner , and, most notably, a new set of perpetual-motion, computer-generated graphics, recasting everything from the opening logo to the closing credits.

For National Ministry of Design , the Boston firm that created the new look, CBS producers had a long list of demands. The images had to translate to cellphone screens and the sides of buses, to fit a standard-size TV set and a more rectangular high-definition screen. They had to look modern, but not so much that they turned off an older audience. And they had to be sort of fun.

``We really wanted it to feel like we were inviting viewers to spend a lively and interesting 30 minutes with us, rather than compelling them to do it," says Rome Hartman , executive producer of the CBS Evening News.

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